Tesco debuts Everyday Value marketing campaign
The first 40" TV ad made its debut last night during ITV’s British Soap Awards while a second creative was shown on Channel 4 later in the evening.
The first ad sings the praises of the Everyday frozen fish finger, a “loyal frozen friend”, while the second tells the story of the humble misshapen potato, and how it becomes an Everyday hero when transformed into various delicious and heart-warming dishes. The campaign also highlights the important quality improvements to the new range, such as 100% fish fillet in the new Everyday Value fish fingers.
David Wood, Tesco UK marketing director, explained: "This campaign demonstrates that Everyday Value products can be part of everyone’s basket, whatever their budget, alongside the other Tesco ranges. It reassures customers that Everyday Value can balance the cost of their shopping and they can still enjoy great quality, at a great price.
"And that’s at the heart of the reason for this change. We want our customers to feel that they are buying these products through choice, not necessity, and that the choice they make is helping them to save a little bit of money here and there, adding up to a real difference."
The TV ad is supported by a broader marketing campaign including print and poster ads, editorial partnerships with women’s magazines and targeted digital activity profiling new recipes that use Everyday Value products.
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